Titled ‘Kia-Morphia’, the anamorphic installation stunned audiences with an immersive, 3D illusion that brought the new brand slogan ‘Movement that Inspires’ to life. Featuring impressive visuals and animations of Rafael Nadal in action, Kia’s new EV vehicle range and recreations of natural elements to represent the new brand direction, Kia-Morphia showcases a visual feast like no other. Drawing on the calming and exciting motion that naturally occur in nature, ‘Movement that inspires’ embodies the stimulus that comes with the exploration of our environment.
Kia Australia’s General Manager of Marketing, Dean Norbiato, said the shift in focus presented a unique opportunity for Kia to continue to step ahead of the curve and do things outside of the category expectation.
The ‘Kia-Morphia’ installation and a collection of Kia’s EV vehicle range were on display on Grand Slam Oval at the Australian Open for two weeks.
Kia and Bastion Experience have worked together to deliver four successful Australian Open campaigns. Australian Open 2021 presented a fundamental platform to launch the new Kia logo to the Australian public with activity planned for later in the year to roll out the next phase of the Kia brand evolution.
When other partners pulled back from the Australian Open, we leaned into the uncertainty and saw 2021 as an opportunity to engage with our audience in new ways. We knew things were going to change and we worked closely with the Bastion team to plan for the various scenarios. We dialled up our content play, we focused on brand story-telling and we always had our audience front and centre. Our Kia-Morphia installation grabbed attention, was highly shareable, premium and visually stunning; characteristics which help carry the new brand reveal further.
— Dean Norbiato , Kia Australia, General Manager of Marketing